A company trying to topple Nike has become unrecognizable

In an effort to rebrand, New Balance has come out with a more stylish marketing push.

The brand’s current ad campaign is called “Always in Beta.” The company is trying to edge in on Nike’s market share.

New Balance’s digital-media push is admittedly hip. Rather than focus on athletic performance, a spotlight on style might give New Balance the edge it needs to reinvent the brand.

White CRT300s complete the look. ???? Check ’em out through our bio.

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These images are a far cry from New Balance’s digital marketing in the past. Here’s a shot from two years ago, focusing on athletes in action.

And another six months later.

The WX711s will have you jumping higher than ever and feeling great. Grab your friends and get moving! #nbwomen

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Now, New Balance’s lifestyle sneakers display versatility to show that they can be worn with nonathletic clothing. The fresh foam collection promotes that the sneaker goes with everything.

Instead of portraying athletes in action, still photos of styles are represented on New Balance’s Instagram account.

New Balance’s sweatshirt sneaker provides a cool, retro look as opposed to its conventional performance shoes -which bear a clunky logo.

A Sunday stroll down Avenue des Champs-Élysées. #FreshFoam

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Although it’s much smaller, New Balance is growing faster than Nike. Its annual revenue has grown 15% over the last five years, while Nike has grown by 10%.

A reinvented digital image might help the company stay relevant and create consistently with the brand’s growth.